Premier League renews digital ticketing deal with Seativo for 2026/27

The Premier League has renewed its official digital ticketing partnership with Seativo for the 2026/27 season after a 2025/26 pilot that the league says blocked more than 47,000 bot attempts. The expanded deal adds new fan features and broader ticket allocation coverage as the partnership moves toward a full public launch in 2027.

Why it matters: - The renewal extends a digital ticketing system designed to keep more tickets in the hands of genuine supporters. - The 2025/26 pilot reported 99.7% ticket authenticity and a 98% fan satisfaction rating, signaling early traction for anti-scalping tools in top-flight football. - The expanded 2026/27 rollout could shape how Premier League clubs manage away allocations, fan access and matchday services.

What happened: - The Premier League renewed its official digital ticketing partnership with Seativo for the 2026/27 season. - The announcement follows a review of the 2025/26 pilot program. - The partnership was first awarded in August 2025 after a competitive tender that included 17 technology providers. - The original pilot tested blockchain-based ticket verification and AI-driven anti-scalping measures.

The details: - Seativo’s platform blocked more than 47,000 bot attempts during the 2025/26 season. - The pilot integrated with all 20 Premier League club ticketing APIs. - The league said the system delivered its first AI-powered anti-scalping and fan engagement platform. - The 2026/27 renewal expands ticket allocation coverage from 5%–10% to 12%–15% of away allocations. - New mobile features will include in-app food and beverage ordering. - The renewal also adds integration with club loyalty programmes. - The partnership remains under a non-disclosure agreement until a full public launch in 2027. - The deal remains in a confidential phase under the original non-disclosure agreement signed in July 2025. - Seativo’s website is customer support.

Between the lines: - The Premier League appears to be treating the pilot as a proof point for wider deployment rather than a one-off test. - The expanded ticket allocation range suggests the league and clubs are comfortable giving the system a larger role in away-ticket distribution. - The added loyalty and ordering features show the partnership is moving beyond fraud prevention into a broader digital matchday experience. - Seativo Strategic Partners Director Mark Jones said the pilot showed the technology can deliver value to fans, clubs and the league. - A Premier League Digital Partnerships Division spokesperson said Seativo exceeded expectations and performed at scale.

What's next: - The partnership will continue through the 2026/27 season. - More public details are expected when the NDA lifts ahead of the 2027 launch. - The expanded feature set will likely be tested across more ticketing and fan-facing workflows.

The bottom line: - The Premier League is betting that Seativo’s anti-scalping tech can scale from a pilot into a wider ticketing system with more fan-service features.